Durability: Association Strategic Member Engagement. In a dynamic and rapidly changing global economy, Associations face competition and unpredictable business cycles. Rather than leverage short term sales cycles, some organizations are instead leveraging a longer term value added approach.
Strategic Member Engagement is an important resource helping Associations develop long term strategy and effective competitive positioning. For Jeff Morgan, President & CEO of NIRI (National Investor Relations Institute) www.niri.org, building for the long term means “durability.” His focus is to consistently position his organization as a strategic ally and a more essential member resource.
3 Strategies Accelerating Engagement
It’s essential to understand how an association is currently impacting member objectives. This requires securing actionable data about member perceptions of their environmental and operational challenges. Through this process Associations obtain actionable data, understand member “up at night” issues, and assess culture to formulate products and services to address member outcomes.
NIRI utilizes three strategies to accelerate Member Engagement:
Actionable Data. Conducts impact surveys to understand its Association’s impact on key member outcomes.
“Up at Night” Issues. By member segment, learns desired future member outcomes and provides solutions matching these outcomes.
Culture. Over a six year time frame, NIRI transitioned its’ culture from a “me/you” focus to a “we” focused highly engaged solutions community.
Durability and Metrics
Morgan reports accelerated member engagement in key segments, 6% operating revenue growth, annual conference attendance 15% higher than 2013, and 20% international membership growth.
Durability: Association Strategic Member Engagement.
Strategic Member Engagement is not about short term revenue growth, it’s about Long Term Association Strategy & Competitive Positioning. Through NIRI’s experience and our research http://bit.ly/1g8g1J2 ,we’re learning just how much of a driver strategic member engagement is for an association’s business model.